Rebrands of 2016

BIGGESTREBRANDS

OF 2016www.beaconcreative.com

WHY?

• Companies are prioritising their brand after the recession

• Encouraging new customers with a refresh

• Companies focusing on strengthening their brand, making it more consistent between print and digital, and encouraging consumers to make informed choices

• Importance of having something ‘new’ for retailers and consumers

INSTAGRAM

Inspired by the previous app icon, the new one represents a simpler

camera and the rainbow lives on in gradient form.

BEFORE AFTER

RESPONSE

• Widely criticised on social media, is the camera icon too abstract?

• Successful consistency of its entire line up ofmobile apps, which includes Boomerang, Layout, and Hyperlapse.

• The simple app update puts more focus on your photos and videos without changing how you navigate the app.

CBBCBEFORE AFTER

After nearly a decade the BBC said goodbye to the green and black

logo creating a new versatile logo for the digital media age. Aiming

to be unpretentious, flexible and playful.

RESPONSE

• Negative social media response: difficult to read.

• Housing the new logo device within a structured BBC box gives the channel a more sophisticated feel, which targets the older viewers.

• For the lower age range the box acts as a canvas for creative play, bursting to life with a vibrant spectrum of colour when animated.

MORRISONSBEFORE AFTER

Morrisons has rolled out a new-look logo across six locations around

the north of England as part of a pilot project to test the water on its

new branding.

RESPONSE

• No commitment after initial roll out, although all stores interiors will be updated by 2019.

• Positive social media response: The public were involved in the process.

• Increase in profits, due to a attracting new customers (arguably because they’re now 4th cheapest Supermarket and have presence online).

CHANNEL 5BEFORE AFTER

Channel 5 based its latest look on feedback from viewers, finding that there

were perceptions about poor quality programming. Based on this, it created

a new adaptable logo designed to create an element of surprise.

RESPONSE

• Segmented logo compared to Channel 4, but not as successful.

• Positive social media response: new dynamic fresh logo and idents.

• Remains to be seen whether it changes the perception of Channel 5 in the long term.

PREMIER LEAGUEBEFORE AFTER

Developed to work as a digital, broadcast-first approach, the Premier

League logo has been simplified, whilst still retaining its heritage.

RESPONSE

• Praised by designers, condemned by fans - particularly the redesign of the lion.

• Variations of the logo work successfully across digital and print.

• Positive step to eliminate sponsors logo, the brand works independently.

COCA COLABEFORE AFTER

Based on the new ‘One Brand’ Strategy, the simplified approach is

intended to make choice easier and simpler, whilst promoting the

characteristics of each variant.

RESPONSE

• Confusion at retail - the consumer has to make a choice instead of using ‘autopilot’ behaviour - could potentially lead to increased competitor sales.

• ‘One Brand’ intended to strengthen the Coca-Cola brand - particularly a at time with such a negative focus on sugar.

GUMTREEBEFORE AFTER

The new tree design, Koto's James Greenfield says, is "all the positive

natural connotations of growth, stability and diversity whilst making

[Gumtree] an instantly recognisable icon."

RESPONSE

• Gumtree has also overhauled its online presence, refreshing its homepage and bringing in a new app.

• Generally praised on social media - apart from comparisons to park run logo.

• Gumtree is also set to roll out a new campaign - developed by Fold7 – to support the rebrand.

UBERBEFORE AFTER

Replacing its black-and-white U logo with a colourful geometric

shape. The logo colour varies depending on whether the app is used

by a driver or passenger and from country to country.

RESPONSE

• Negative social media response.

• Users find the changing colours confusing.

• Designed by the in-house team - speculation as to whether they gave into the CEO’s demands rather than what was right for the brand.

Let us know what you think@Beacon_Creative

An independent design consultancy, working with worldwide brands on a daily basis, we believe that at the heart of every good

brand communication is a great idea.

www.beaconcreative.com